The Participant We Deleted
We built synthetic participants for a recent project; profiled, sourced, ready to go. But we had to kick one of them out. Not because the model misbehaved. Because…
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Insights & opinion
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The rise of the sceptical consumer, their need for control and what this means for beauty brands
As (mostly) affordable luxuries, cosmetics can help maintain a sense of control when everything else feels uncertain. Right now, that instinct is reshaping how people buy. Although many…
Read moreHeart and Expertise: Why Supporting Charities with Research Isn’t a Side Project for Us
We could open with the funding gap in the charity sector, the stretched insight teams, the important questions that never get answered because the budget isn’t there. But…
Read moreActivating Consumers – Is It A Matter of Chemistry?
In chemistry, activation energy is the minimum energy required to initiate a reaction. Think of it as the spark that gets molecules moving toward transformation. Without it, even…
Read moreTelling a new story of customer loyalty
Picture this: Laura’s been using the same mascara brand for fifteen years. It’s what her mother recommended, what she’s always known. But last week, she watched a TikTok…
Read moreHere’s why media companies need to treat fan communities as their real stars
Do you remember the Calvin Harris song ‘It was acceptable in the 80s’? This has been on ear-worm at Magenta since the end of last year, when we…
Read moreBeyond the screen: the multifaceted world of Gen Alpha
Generations and their inevitable stereotypes have always existed – apparently all Baby Boomers are hard-working technophobes, Gen X’s independence comes from their “latchkey” childhood, Millennials want a participation…
Read more2024 Trends Revisited: AI, Brand Loyalty, and Storytelling in the Real World?
Each year there are predictions for upcoming market research trends, but how accurate are they in reality? As we find ourselves in summer (although you wouldn’t believe it…
Read moreIt’s the small things that matter: creating an inclusive workplace culture for parents and carers
At Magenta DE&I is at the heart of everything we do. We aim to create a welcoming, supportive environment for everyone. In this blog, our Associate Director Jo…
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